First-generation Children Were Strongly Influenced By Their

I Mean It Wasn't That They Sat Around Thinking Oh Gosh I Needed More Choices In My Grocery Stores The Way I Had Come To Think About It As An American Growing Up.

You Know, You Take A Little Infant And You Turn On The Music Mobile On Their Crib And You Find That If You Give Them A Music Mobile Which Turns On Automatically Versus A Music Mobile In Which - If By Chance Their Little Legs Or Their Little Hands Accidentally Touches It - Turns On They're So Much More Excited If By Chance It Turns On Because They Touched It, So That Desire For Control Over Their Environment Is... Really Appears From Very Early On And If You Look At Children's First Words, "no, Yes."

In Fact, Even In That Store Draeger's They Had 348 Different Kinds Of Jam Actually In The Jam Aisle. And What We Found Over About, Say, 10 Years Of Research Is That As The Number Of Choices Actually Increase People Are Less Likely To Make A Choice And Sometimes They Do This Even When It's Really Bad For Them.

One Day I Went To The Manager And I Asked Him Whether His Model Was Working And He Said, "well, Haven't You Seen How Many Customers We Have In This Store?" And Yes Indeed I Had. I Mean It Was Definitely Attracting A Lot Of Customers, Even Attracting Tourist Buses That Would Land Up At This Store And People Would Go Through The Store And Marvel At All The Options, Even Sometimes Take Photographs Of The Various Aisles.

I Mean We Might Even Go To War As To Whether We Love Coke Or Pepsi And Our Whole Identity Is Wrapped Up In That Choice. You Know, For The Russians They Felt That These Minor Differences Between These Various Sodas Was Just Hyped Up And Irrelevant.